Video rules the online world today. So much so that 96 percent of B2B organizations are already using video marketing in their campaigns according to HubSpot. Studies have even shown that using the word " video " in your subject line will increase open rates by 19 percent, click-throughs by 65 percent and reduce unsubscribes by 26 percent - exciting stuff, right? Well, sort of...
Now that marketers know customers prefer video to text, we're over saturating the market with what was once an exciting medium. In a mad dash to get in front of our target audience, marketers are mass producing generic videos promoting company-focused messages with little strategy behind how they can be used to engage and interact with customers.
Video marketing is just not working the way it used to. We need to find ways to transform our video strategies, drive engagement and create the kind of personalized experiences that help our prospects and customers feel more connected with our brands. To do this, marketers need to find ways to overcome the three challenges that come along with video.
- One-way Conversation - While video has been praised for helping to build an emotional and highly visual connection between brands and customers, the fact is that it's become yet another platform for pushing company-centric messages to users. And while there are many ways to make your videos more appealing, relying on a one-sided conversation is a missed opportunity. Instead, look for ways to layer interactive elements into the video experience - think questions, hotspots, etc. - to make it a true dialogue.
- Lack of Data Collection - One big flaw of standard video is that it does not allow marketers to collect any substantial data. You may be able to track who watched your video, but you lose the chance to collect potentially valuable data points when users are not engaged. How long did they watch it? What did they find interesting? Could they provide answers to relevant questions in the experience that you could feed into your marketing automation platform?
- Failure to Personalize - Because marketers aren't typically collecting data from users through traditional video, they are also unable to tailor follow up messages accordingly. Sure, marketers may know their target personas and even be able to call out some more superficial elements like name, but a truly personalized experience isn't just about saying "Hi so-and-so." It's about tailoring messages in your content to individual wants, needs and desires, and you can only do this by collecting key insights throughout engaging experiences.
Video marketing isn't going to disappear anytime soon. But video as a broadcast channel is going the way of the dinosaur. As modern marketers begin investing in tools and tactics to create real conversations and engagement through video, they can turn a once failing medium into a valuable platform, resulting in better campaign performance and ROI.
Melissa Nazar is the Director of Content Marketing at SnapApp, a content marketing platform we've used and really like.
